In the spotlight: Caroline Caron Dhaouadi
Image via Homefulness
For our 5th blog in our In The Spotlight series, I spoke with Caroline Caron Dhaouadi, founder of Homefulness, an award-winning luxury home & office organisation company based in Fulham. When I heard Caroline’s ethos was to design thoughtful systems that bring function and beauty to your home, I knew I had to learn more.
Thank you so much for joining me, Caroline. Let’s start with the overview, how did you get into home organisation and what does your company do?
We’re effectively the designers for inside your cupboard. I start every project with a site meeting, we’ve found it just doesn’t work virtually as we need to truly understand the volume of their belongings and the space we have to work with. Next, we take very detailed measurements, even taking into account the door hinges. We don’t believe in simply folding the clothes in your wardrobe as this will only look good for five minutes, we focus on designing a system that will work for the long term. We introduce containers such as baskets, bins and boxes and ensure everything is fully labelled. Clients are usually discouraged from putting a sock in a jumper basket if these are labelled! Sourcing the most suitable, yet beautiful products is a very important part of what we do.
That’s so interesting. How did you get started, have you always worked within organisation?
No, I was an accountant, so I’ve always been very organised! Then, I quickly became addicted to home organiser accounts on Instagram when the industry started to take off in the USA and I realised we just didn’t have that kind of service here. The few companies I could find, focused on decluttering and didn’t have the luxury aspect of incorporating products to make the space beautiful, so I decided I just had to go for it!
Amazing! When did you launch?
We launched in 2019.. right before Covid, so I would say we really started in 2021. Through Covid though, we did a lot on social media to raise the brand awareness; we really enjoyed engaging with our followers through organise your home with us challenges. We also love sharing a before and after photo, as these are just so satisfying to look at!
“It’s not just about giving you something that looks beautiful in that moment, it’s about designing something that’s going to match the family’s lifestyle.”
Image via Homefulness
Yes absolutely, everybody loves to see a good before and after transformation! So that brings us to, how can busy families benefit from working with a home organiser?
We create your system, it’s not just about giving you something that looks beautiful in that moment, it’s about designing something that’s going to match the family’s lifestyle. I really need to understand my client’s and their daily routine. What do they need to access on a daily basis? How does the flow of their house work? We really get into how they like to live.
It's lovely to hear how much you focus on tailoring your solution to each family’s needs. If someone is new to working with a home organiser, which service would you suggest they start with?
Most of the time we start by helping with the kitchen or a wardrobe as these are usually the areas with the most tension. Often client’s will have had enough of jumpers falling out on them every time they open their closet to get dressed in the morning or finding their cutlery drawer is overflowing! Following this, we usually progress on to the playroom or the home office.
We also love working on new homes. Starting with a blank canvas means we can help them settle in from the very beginning. Just imagine walking into your new home, and it all being perfectly organised for you.
That would absolutely bring me so much joy! I imagine most people get to the point of ‘ah my kitchen is driving me crazy’, then call, but actually it would be better if they pre-empted this and organised from the move in.
Yes completely. I was on site this morning at a renovation project we’ve been working on, where we have advised on all aspects of storage and organisation; even down to working with the designer to ensure there’s enough room in the mudroom for the school bags to be stored.
“Create your system; every single item should have a home within your home”
Image via Homefulness
Image via Homefulness
I love this! I’ll now be telling all my renovation client’s we need to work with you. Now, because we all know it’s hard to keep on top of allll the things in our homes, please can you share some practical tips for maintaining organisation in a household with young children?
First, create your system; every single item should have a home within your home. Next you need labels, these can be discreetly hidden within drawers and behind doors, but they make it very easy for everyone to put things back in the right place. Lastly, make sure everyone in the house is aware and follows the system!
Ok, so it’s all about the system is my take away!! How did you learn this?
To be honest, it just comes naturally to me, but I have trained many people now, from clients to others interested in becoming home organiser themselves. I really believe if there are more good organisers out there, then the reputation of the industry as a whole will benefit. We have also now started running a training programme for people interested in becoming home organisers.
That’s amazing, especially as I feel like so many people are looking for a more flexible career after having children, so if they’re organised and have a passion for homes, this could be a great opportunity for them.
Thank you so much for your time, I’m now off to reorganise my store cupboard!
The Quick Five
We are asking all of our guests 5 quick-fire questions in this series, so are you ready?
1. What is your earliest memory of design?
I don’t remember hearing much about design growing up to be honest, so it wasn’t until I moved into my own place that I realised I actually had to buy furniture and try and find something that looked good. It was so difficult!
2. What room or item in your home do you love the most, and why?
Definitely our open plan living room / kitchen. I love that it’s cosy in the evenings, but also the space where the kids do their homework, where we cook – we just do everything there as a family. It’s about the memories. I also love that I finally feel it’s stylish, there’s no Ikea, it’s all pieces we’ve curated over the years together.
3. One thing you believe can elevate or transform any room?
Organisation of course!! Getting rid of visual clutter and clearing all of your work surfaces will transform the space.
4. Best or worst design decisions you’ve made?
The best - our neon light! We had to plan for it when refurbishing our home and we were quite hesitant in case after two months we wouldn’t love it anymore, but we all still really do. I’d say it’s the masterpiece of our living room. (The neon light features in Caroline’s photo above!)
5. What is the most recent item you’ve purchase for your home?
Colour block candles by Hay. I’ve been looking at them for ages and finally ordered them and they are amazing, I really love them!